Convenience vs. local stores, rise of 10-minute grocery apps challenges retailers

In the bustling suburbs of Mumbai, a quiet revolution is underway in the retail sector, spearheaded by SoftBank-backed Swiggy's grocery division.

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With workers at Swiggy's warehouses racing against the clock to fulfil orders within a mere 10 minutes, the company's distinctive orange-clad bikers can be seen navigating through the I of Mumbai, a revosweltering heat, delivering packed grocery orders with unparalleled efficiency. This frenetic pace is not just a result of operational rigor but is indicative of a larger shift in consumer behaviour and the retail landscape in India.

Swiggy's warehouses, strategically located across the country, aim to deliver a wide range of goods, from essentials like milk and bananas to specialized items like condoms and roses, within minutes. This business model, often termed as "quick commerce," is not only reshaping how Indians shop but also posing a formidable challenge to the traditional mom-and-pop stores that have long dominated the grocery trade in the country.

In a market where big supermarkets are relatively scarce and often confined to affluent neighborhoods or malls, Swiggy and its competitors, such as Zepto and Zomato's Blinkit, are capitalizing on the growing demand for fast and convenient delivery services. Leveraging technology and logistics infrastructure, these companies are catering to a new breed of consumers who prioritize speed and convenience in their shopping experience.